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Articles by 张婷
Browse 2 New Distribution articles by 张婷.
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Discounts, Gifts, and Lotteries Are Just 1/8 of the Promotional Iceberg: Uncovering the 7/8 Below the Surface
Discounts, buy-one-get-one offers, and lotteries are the most common promotional tactics, but they only represent a fraction of what effective promotion entails. This article argues that the essence of promotion lies in leveraging the target audience's focus during specific times to integrate marketing elements, boost short-term sales, and build a foundation for long-term growth, using the example of a Mother's Day campaign for soy milk makers.
张婷Is the Channel You Think of Really a Channel?
When a concept is absent from your mind, you tend not to think about issues in that area. Worse, when your concept is wrong, you tend to let erroneous cognition guide your behavior. The former is a blind spot; the latter is a misconception. Marketing cognition upgrading helps you clear blind spots and step out of misconceptions. Do you know the 4Ps of marketing? Many can quickly say: product, price, place, promotion. But can you define these seemingly simple four words? Many will scratch their heads and find it not so easy.
张婷